文丨财联社

zhibodianshangdiyigu，huoxumashangjiuyaolaile。1yue5riwanjian，xindongfangzaixianfabugonggaocheng，dongshihuijianyijianggongsimingchengyouxindongfangzaixiankejikongguyouxiangongsi，genggaiweidongfangzhenxuankongguyouxiangongsi。

▍新东方在线拟更名为东方甄选

谈到更名的原因，新东方在线在公告中提到，因为认识到重点转向直播电子商务以及该领域可为公司带来的长远增长潜力，同时，目前的名称并未完全涵盖所有的业务线及在主要营运地点为客户所熟知的品牌。

xindongfangzaixianbiaoshi，xinyingwenmingchengjishuangzhongwaiwenmingchenggengnengfanyingxianyouyewudefazhanfangxiangjiweilaiqianjing。anjihua，xindongfangzaixianjiangyu2023nian1yue31rijuxinggudongdahui，shenyigengmingyian。

2021nian7yue“shuangjian”zhengceluodi，k12jiaoyuquanxingyemianlinzhuanxing。shenchuxuanwozhongxindexindongfangzaixiankaishiyewuzhongzu，bingzaidangnian12yuebujuzhibodianshang，chengliyinongchanpindaihuoweihexindedongfangzhenxuanpinpai。

dangshi，xindongfangchuangshirenyuminhongqinzidaidui，weidongfangzhenxuanshouchangzhibodaihuoyinliu。2022nian6yue，zhibolebannianhaowuqisededongfangzhenxuan，pingjiezhubomendeshuangyuhezhishizhibo，turanhuosuchuquan，chengweizhibodianshangjiedeyimingxinxing。

haowuyiwen，zhibodaihuoxianyichengweixindongfangzaixianzuituchudeyewu。disanfangpingtaishujuxianshi，2022nian6-12yue，dongfangzhenxuanxiliesuoyouzhanghaoleijigmvda59.37yiyuan，quanjuzhenfensitupo3700wan。2022nian7yuefenyilaide6geyuenei，dongfangzhenxuanyou5geyueweidouyinyuedudaihuobangbangshou，jin2022nian11yueweijudier。

多名直播电商行业人士都向记者表达了这么一个观点，东方甄选最核心的就在于其独特的文化和人设基因，在行业里已经奠定了竞对短期内难以复制的差异化壁垒，而且这半年来，团队的主播团队搭建、选品排品、销售节奏以及日常运维，成长非常迅速。

zhaoshangzhengquanrenwei，dongfangzhenxuanpinlei/zhanghaojuzhenkuozhang、ziyingpinfazhanjizhubofuhuajiangweigongsidailaiduozhongjiyu，yuji2023cainiangmv（shangpinjiaoyizonge）jiangda90yiyuanrenminbi，2024cainianjiangtongbizengzhang12%。

2022nian6yuechuquanzhihou，shichangcengrenweidongfangzhenxuandebaohuoliuliangnanyichixu，weilaizhibojianrenqikenengxiahua，yingxiangdaihuoxiaoguo。fazhanbannianlai，dongfangzhenxuanbuguanshidaihuogmvhaishizhibojianrenqi，shizhongbaochiwendingzengzhangzhuangtai，zheihuoxushixindongfangzaixiancifanjuedinggengmingdediqisuozai。

▍发力自营和供应链建设

pingjiexindongfanglaoshimen“youwenhua”dezhiboshuchu，dongfangzhenxuanxianyiburudouyindingliuzhibojianduilie，bingyidouyinweihexinzhendi，shixianduopingtaideliuliangfugai。

muqian，chuzhuzhanghaodongfangzhenxuanwai，gongsihaikaitonglechuizhileizhibodaihuozhanghao，baokuodongfangzhenxuanzhitushu、dongfangzhenxuanmeilishenghuo、dongfangzhenxuanziyingchanpin、dongfangzhenxuankanshijie、dongfangzhenxuanjiangjinjiu，qiansangezhanghaoxianzaifensishujunchaoguobaiwan。ciwai，dongfangzhenxuanhaixianhouruzhulexiaohongshu、kuaishou、weixin、taobaodengduogepingtai。

另外，鉴于东方甄选所选的农产品赛道，相较而言，在品控和供应链方面要求更为严格。俞敏洪曾在其微信公众号上写道：“开心和压力是同在的。突如其来的平台繁荣，弄得我们也措手不及。比如供应链，一下子涌上来，要建立优质供应链资源，需要更多的专业人士。”《科创板日报记者》注意到，2022年下半年开始，东方甄选还在发力自营产品和供应链建设。

2022nian8yue，dongfangzhenxuanshangxianleduliapp，cijubeiwaijieshiweidongfangzhenxuan“zilimenhu”，jinyibuchendianzishenpinpailiuliangchi，falidongfangzhenxuanziyingchanpindebiaoxian。zaigaiappnei，“zhenxuanziying”beilieweidiyigeshangpinleimu。

直播电商从业者“砖先生”告诉《科创板日报》记者，自营相当于贴上了东方甄选的品牌（信任），在这个链路中，全程参与者仅有平台、源头产区或厂商等，平台对产品质量、销售渠道、定价都有一定的话语权，而且，中间成本得以大幅缩减，产品毛利率提升。

zaiwuliufangmian，2022nian8yue，dongfangzhenxuanyeyijingyushunfeng、jingdongwuliudachenghezuo，jinyibuwanshangongyinglian。zaibeijing、guangzhou、hangzhou、zhengzhou、chengdou5gechengshi，dongfangzhenxuanjihuajianli20geziyingchanpincangku，weiziyingchanpintigongmianxiangquanguodewuliufuwubaozhang。

shunfengfangmian，dongfangzhenxuanziyingchanpinchangwencangfahuo，yijibenfugaiquanguo。dongpinwuliuzeyigecangweizhongxin，fugaizhoubianquyu。yibeijinglengdongcangweili，qikefugaifanweidongbei、huabeidiqu。jingdongwuliufangmian，dongfangzhenxuanziyingchanpindetongchengdingdan，keshixianjiridahuocirida，kuashengdingdanchengnuo72xiaoshisongda。

▍公司：有信心下一财年实现盈利

“shuangjian”luodizhihou，xindongfangzaixianyifangmianshijixiwangyuzhibodianshangzhuanxing，congdongfangzhenxuandebiaoxianlaikan，zhuanxingyijingqudelejieduanxingshengli；lingyifangmian，zeshizaibolik12yewuhou，jixuzuohaoliucunyewu。

2022cainianshixindongfangzaixianzhuanxinghoudiyifen“chengjidan”，caibaoxianshi，2022cainianxindongfangshixianshixianyingshou8.99yiyuan，tongbixiajiang36.7%，qineikuisun5.34yiyuan，tongbishouzhai67.8%。

suizheyewudezhongzu，2022cainianxindongfangzaixianliucunxialaideyewubaokuo：haiwaibeikao、chuguozixun、zhenduichengrenjidaxueshengdeguoneikaoshiyewu。ciwaixindongfanghaituichubaokuoyouxueyuyanxueying、jiaocaiheshuzihuazhinengxuexijiejuefangan，yijizhuanshengbenkaoshizhunbeidengxinyewu。

genjucaibaoshuju，liucunyewubiaoxianwending，qizhonghaiwaibeikaohechuguozixunyewutongbizengzhangle6%he16%，zhenduichengrenjidaxueshengdeguoneikaoshiyewutongbizengzhangyue30%。xinyewufangmian，2022cainianxindongfangzaixianzhibodianshangzongyingshouwei2460wanyuan，maoliwei930wanyuan，maolilvwei37.8%。

xindongfangzaixiancheng，duishengyuyewudekechixuyinglinengliyijixinyewudezengzhanghelirunqianlichongmanxinxin。duiyuxinyewueryan，xuyaoshijiancainengquanmiankaihua，dankeyizhengminggongsizhengchaozhezhengquedefangxiangqianjin，youxinxinzaidiyijidushixianniukuiweiying，bingzai2023cainian（2022nian6yue1ri-2023nian5yue31ri）quannianshixianyingli。